HKTB stays 'well prepared' before international travel resumes with West Kowloon campaign

The Hong Kong Tourism Board (HKTB) has launched a West Kowloon neighbourhood programme, after featuring popular promotions “Old Town Central” and “Sham Shui Po – Every Bit Local” in the “Hong Kong Neighbourhoods” campaign.

The latest programme highlights the West Kowloon neighbourhood’s rich heritage and vibrant street life in Yau Ma Tei and Jordan along with its two new world-class museums – M+ and the Hong Kong Palace Museum in the West Kowloon Cultural District (WKCD) – which will open in the end of the year and next and become landmarks in art and cultural tourism.

The programme builds a bridge between the local life of the bustling communities, home to many historical architectures and traditional craftsmanship, and the artistic lure of the WKCD.

HKTB executive director Dane Cheng said experiential tourism is a rising and inspiring trend, particularly where it blends arts and culture with authentic local life. Cheng added that visitors around the world are now eager to travel, and HKTB wanted to capitalise on the opportunities and be” well prepared in advance”.

Cheng said HKTB believes the West Kowloon neighbourhood programme will not only drive domestic tourism and stimulate consumption, but also spread a positive message and showcase Hong Kong’s new art and cultural travel opportunities to the world.

“The HKTB has chosen to launch this large-scale programme before borders reopen because we want residents to savour the experience first and discover hidden gems in their community, rekindling their enthusiasm and appreciation and creating a harmonious art-life aura in the West Kowloon neighbourhood,” Cheng said.

“We hope Hong Kong people will then share their experiences with friends and relatives outside Hong Kong. We are also encouraging tour operators to create in-depth tours for Hong Kong residents to help them plan ahead for the return of international visitors.”

To reflect the unique characteristics of each area, the HKTB has devised five thematic walking tours focused on Heritage & Craftmanship, Cultural Arts and Culinary Arts. The routes cover many little-known corners of the city, such as a bookstore hidden in the Tin Hau Temple, a seafood restaurant transformed into an art hotel, and a condiment store promoting western dishes fused with traditional fermented tofu.

In June, HKTB also rolled out a video series which captures Hong Kong's beautiful scenery and auditory essence, offering an immersive viewing experience for audiences.

The video is a series of sensory videos created under the HKTB’s 360 Hong Kong Moments initiative, which aims to continue engaging with travellers. Featuring four locations including Sai Kung, Peng Chau, Shing Mun Reservoi and Stanley, the autonomous sensory meridian response videos hope to stimulate the senses and heighten people's sensitivity to sounds in the countryside.

In July, Hong Kong Tourism board also partnered Mirror boyband members Anson Lo and Ian Chan to spotlight local attractions around the city which might not be as well known to citizens. Chan, for example, recently introduced the Shek O area on Instagram which he lauded for its European vibe in Hong Kong. "In fact, if you explore carefully, there are a lot of places that exude an exotic ambience in Hong Kong," he wrote. He then proceeded to invite his fans to share their favourite attractions in Hong Kong. 

Fellow band member Lo introduced ONE Artlane located at Sai Ying Pun as his favourite place to relax and take a stroll. "The street that we are familiar with can offer you a new perspective if we explore it with a new composition of the image," he said. Lo too also invited his fans to tell him places that they want him to take good pictures. 

Power up your PR and communications efforts today with MARKETING-INTERACTIVE's PR Asia Week on 1 and 2 December. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shoulders above your competition. Click here to register today! 

Related articles:

HKTB rolls out first domestic tourism campaign with multiple touchpoints

HKTB launches round two of “Spend-to-Redeem Free Tours” programme

HK government rolls out new measures to support tourism-related sectors